Apple has unveiled a new entry-level laptop, dubbed the MacBook Neo, positioned as the company's most affordable computer in its history.
The announcement is seen as a strategic push to expand Apple's addressable market as competitors lower price points across the board. Analysts see the move as significant for Apple's revenue mix heading into a challenging second half of 2026.
Priced at $799, the MacBook Neo features the M4 chip, 8GB of unified memory, a 13.6-inch Liquid Retina display, and 256GB of storage. It replaces the aging MacBook Air as Apple's entry-level offering.
The design is notably different from Apple's premium line. The chassis is made from recycled aluminium with a slightly thicker profile, trading some of Apple's signature thinness for durability and cost reduction.
Apple's services strategy is central to the MacBook Neo's business case. The company expects the lower hardware price to attract new users to the Apple ecosystem, where services revenue (iCloud, Apple Music, Apple TV+, Apple Arcade) generates significantly higher margins than hardware.
Wall Street's initial reaction was positive. Apple shares rose 2.3% on the announcement, with analysts highlighting the potential for volume growth in emerging markets where MacBook penetration has historically been low.